Fact Check: Did Gwyneth Paltrow appear in an ad for a luxury real estate project in Israel?
NEW YORK CITY, NEW YORK: A viral claim states that actress and Goop founder Gwyneth Paltrow appeared in a commercial promoting a luxury real estate development in Israel. The alleged advertisement quickly spread across social media, with many users questioning whether Paltrow had genuinely promoted the project. So, let's fact-check the claim.
Claim: Gwyneth Paltrow promotes a luxury real estate project in Israel
🇮🇱 Gwyneth Paltrow Is Helping Israel Sell Stolen Coastline Apartments
— Ryan Rozbiani (@RyanRozbiani) June 10, 2026
She's the face of 51 Park, two luxury towers on the Herzliya seafront. That beach was the Palestinian village of al-Haram, emptied of its people in 1948.
Israelis call it luxury living. The people who were… pic.twitter.com/zz2vwSTO7t
The claim spread widely on social media, with users alleging that Gwyneth Paltrow was involved in promoting a luxury real estate project in Israel. One viral X (formerly Twitter) post claimed that Paltrow was "helping Israel sell stolen coastline apartments" and identified her as the face of "51 Park," a pair of luxury residential towers on the Herzliya seafront.
The post further alleged that the development stands on land that was once part of the Palestinian village of Al-Haram, whose residents were displaced in 1948. It contrasted the project's marketing as luxury beachfront living with claims about the area's historical significance, arguing that the land had previously been home to Palestinians.
The allegation gained traction across X and Instagram, where some users accused Paltrow of helping to "whitewash genocide" by appearing in the promotional campaign. At the time of writing, one of the viral X posts had amassed more than 98,700 views and generated extensive discussion, with users debating both the authenticity of the claim and the broader issues surrounding the development.
Fact Check: Gwyneth Paltrow did appear in an ad for a luxury real estate project in Israel
The advertisement is authentic. Paltrow appears in a one-minute promotional video for 51 Park, a luxury residential development in Herzliya, a coastal city located less than 10 miles north of Tel Aviv. Israel-based real estate developer Aviv by Melisron published the advertisement on its social media accounts on June 7, 2026.
In the video, Paltrow wakes up in a building overlooking New York City's Central Park, goes for a run through the park, and later asks a taxi driver to take her to 51 Park in Herzliya. "There's a reason the world's most iconic buildings are by a park," she says in the commercial.
Gabi Attal, founder of Tel Aviv-based Why Worry Creative Agency, also shared the video on LinkedIn and said his agency produced the campaign. Aviv by Melisron develops luxury residential and commercial properties. Melisron, a major commercial real estate company known for its shopping centers, acquired Aviv Group in 2024.
The company is controlled by the Ofer family. Liora Ofer serves as chair of both Melisron and its parent company, Ofer Investments. Her father, Yehuda "Yuli" Ofer, co-founded Ofer Investments with his brother, Sammy Ofer. Following their deaths in 2011, Prime Minister Benjamin Netanyahu praised the brothers as committed Zionists.
Some social media posts claimed that the 51 Park development was built on "stolen land." However, historical records show that Herzliya was founded in 1924 after Jewish organizations purchased land in the area.
The city was named after Theodor Herzl, the founder of modern political Zionism, and its establishment predates the construction of the 51 Park development by decades. This historical context contradicts claims that the project itself was built on recently seized land.
